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Marketing in hospitality. Marketing . „Customer is king“ or holistic approach with internal and external marketing? Selling your product or produce what you can sell? How big is your market? Potential market, potential sales, potential volume . Marketing – Specifics of service marketing .

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marketing
Marketing

„Customer is king“ or holistic approach with internal and external marketing?

Selling your product or produce what you can sell?

How big is your market?Potential market, potential sales, potential volume

customer retention as marketing task
Customer Retention as Marketing task
  • Before, during and after stay:
    • Birthday greetings
    • Newsletter
    • Special customized offers
    • Free local calls
    • Visit to kitchen
    • Adressing by name by all service staff
    • Thank you letter after departure
    • Teddy for the children

Etc.

market segmentation
Market segmentation
  • Potential Guests
    • Interest, spending power, access
  • Demand measurement by
    • Competitors, own company, Research institutes
  • Prediction of own company Demand
    • Predicted turnover: Q = n ∙ q ∙ p
      • Q = accessible potential of market
      • n = number of guests
      • q = average sales per guest
      • p = average price per unit
  • Classical Segmentation
    • Geographical, demographical and psychographical
  • Postmodern Segmentierung
    • Lifestyle, activities, milieus
market segmentation1
Market segmentation
  • http://www.sinus-sociovision.de/
trends in customer behaviour in hospitality
Trends in customerbehaviour in hospitality
  • 1. Changingcustomerprofile
  • 2. Shiftingconsumptionpattern
  • 3. Intensifyingcompetition / continuingconsolidation
  • 4. Growingsegmentation
  • 5. Escalatingconcernforsafety / security
  • 6. Increasingvalueorientation
  • 7. Increasinginfluenceoftheinternet
internal and external marketing
Internal and external Marketing
  • External Marketing
    • Adressed towards:
      • Guests
      • Public/Media
      • Supplier
      • Financial institutions
      • Authorities
  • Internal Marketing
    • Goal: Acquisition and Retention of motivated employees who understand and represent the company credo
marketing planning
Marketing planning
  • Elements of the marketing plan
    • Analysis of current market situation
    • Research and selection of target markets
    • Planning of Marketing strategies
    • Planning of Marketing programs
    • Implementation and managing of Marketing programs
  • Sliding goals
    • Short, Medium, Long term
  • Permanent Marketing information feedback
    • Analysis of Demand
    • Analysis of Competitors
    • Analysis of Products
    • Customer feedback
    • Prognosis of Market development
marketing for hospitality companies
Marketing for Hospitality companies
  • Discussion

Major problems:

Branding – Decreasing differentiation, decreasing customer loyalty

Necessitiy of cooperation – Accomodation and gastronomy as elements of a destination

brand loyalty
Brand loyalty
  • Saturated markets
  • Exchangeable services
  • Expansion of hotel groups
  • Branded hotel groups („Markenhotellerie“) according to DeHoGa in Germany:
    • 4 Hotels or more
    • 1 or more Hotel in Germany
    • Own umbrella brand used in Germany
brand loyalty1
Brand loyalty
  • Brands have important functions for the customer:
    • Identification
    • Orientation
    • Trust
    • Quality indication
    • Prestige
customer loyalty
Customer loyalty
  • Advantages for hotel

More profit because of

    • Higher frequency
    • Higher bills
    • Decreasing costs for marketing
    • Additional business by WOM communication
  • Advantages for customers
    • Less cognitive dissonances
    • Learning effects of the hotel
    • Reduction of risk
    • Increased status
    • „added value“
    • Emotional wellbeing
customer loyalty1
Customer loyalty
  • Discussion:

How efficient are customer card / club systems for different target groups?

wellness in hotels
Wellness in Hotels
  • Importance:
    • Worldwide major trend for additional services in hotels
    • Spas especially in original destinations of treatments (Aryuveda – India, TCM - China etc.)
    • More than 700 hotels in Germany , more than 3 billion Euro additional turnover in Germany (2005)
  • Problem:
    • Wellness more than „pampering“
    • Demand developing towards Medical wellness
    • Hotels can only provide short-term wellbeing
    • „Mogelpackung“
    • Wellness dept. mostly not profitable by itself
wellness in different types of hotels
Wellness in different types of hotels
  • Wellness hotels / spas
    • Broad range of in-house wellness offers
    • Wellness as cornerstone of Marketing -philosophy
    • Quantitative aund qualitative high-level offers
    • Major components: Aqua area, Fitness center, Beauty, Yoga/Taiji etc.
    • Architecture and gastronomy integrated into wellness concept
    • Mostly 4 Star hotel
  • Holiday hotels
    • Wellness not central part of product, used to attract off-season customers
    • Majority of Wellness offers in leisure and sport
  • Business and congress hotels
    • Wellness not central part of product, used as additional sales argument
    • Large differences in quality
    • Majority of Wellness offers: Sauna, Swimming pool, Fitness
becoming an entrepreneur
Becoming an Entrepreneur
  • Which advantages / disadvantages do you see?
  • Which characteristics should a successful entrepreneur have / develop?
  • Why start the entrepreneural career in the hospitality sector?